Museum promotion and cultural salience: the agenda of the Athenian Acropolis museum

Zakakis, N., Bantimaroudis, P. and Zyglidopoulos, S. (2015) Museum promotion and cultural salience: the agenda of the Athenian Acropolis museum. Museum Management and Curatorship, 30(4), pp. 342-358. (doi: 10.1080/09647775.2015.1042514)

Abstract

This case study examines a process of agenda building in the context of cultural organizations. We chose the Acropolis Museum, as a new, emerging cultural organization in the European periphery which engages in public actions, in the form of symbolic initiatives, in order to set a specific cultural agenda for Greek and international media. We scrutinize seven symbolic initiatives publicized by the museum, as attributes that influence media content. We conclude that development of cultural/educational services, advertising and marketing, visitor/customer relations, partnerships, symbolic actions, special events, and supporting services constitute significant cultural attributes, which strategically become a part of the media agenda, thereby contributing toward the building of a museum agenda.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Zyglidopoulos, Dr Stylianos
• Authors: Zakakis, N., Bantimaroudis, P., and Zyglidopoulos, S.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Museum Management and Curatorship
• Publisher: Taylor & Francis
• ISSN: 0964-7775
• ISSN (Online): 1872-9185
• Copyright Holders: Copyright © 2015 Taylor and Francis
• First Published: First published in Museum Management and Curatorship 30(4): 342-358
• Publisher Policy: Reproduced in accordance with the publisher copyright policy